Hudson Yards

Hudson Yards is the largest private real estate development in the history of the United States and the largest development in New York City since Rockefeller Center. It is anticipated that more than 24 million people will visit Hudson Yards every year. The site will include more than 17 million square feet of commercial and residential space, state-of-the-art office towers, more than 100 shops, a collection of restaurants, approximately 5,000 residences, a unique cultural space, 14 acres of public open space, a 750-seat public school and a 200-room Equinox® branded luxury hotel—all offering unparalleled amenities for residents, employees and guests.

My team developed an integrated B2B campaign that launched in Spring 2015, targeting luxury brands to join Hudson Yards. The city of New York was already well aware of this project, so we needed to grab the attention of these potential buyers. A world-class team of collaborators were helping shape the future of this expansive development. Our campaign brought these well-known designers, chefs and architects to the front of the conversation, letting their personal Hudson Yards stories be the guiding light of this campaign.

The campaign launched in Women's Wear Daily in print and digital, asking "Can a neighborhood change the world?", then answered with personal quotes from each collaborator with the call to action to #BeInTheNext.

ROLES: Creative Direction, Design

AGENCY: Vis-à-vis Creative

Technology Rebrand

For nearly 30 years ATG has collaborated with healthcare and higher education institutions to provide innovative technologies and high-value consulting services to their clients. Their methods of communication and brand identity needed to be modernized, flexible and inviting. Our team developed a visual style that embraced their business platform, created print and digital sales support, and developed a new responsive website using an existing WordPress theme to stay on budget.

ROLE: Creative Director

AGENCY: Vis-à-vis Creative

Hershey's Brand Positioning

Our team was asked to help overcome operator perception that Hershey’s is a candy company and finished dessert manufacturer – which limited their sales growth in the foodservice industry. The creative team developed a new communications plan with our Strategy and Research teams to align Hershey's as a branded ingredient company, continually increasing their sales by 10% annually with new accounts like Dairy Queen, Steak and Shake and The Cheesecake Factory.

Creative was developed to highlight the product Hershey's sells with insights and tools on how the operator can easily create unique menu items that are profitable for their restaurant.

Sixlets Rebrand

Sixlets is a nostalgic chocolate candy who had branding and packaging dating back to the late 60's. As creative director and designer, I led the team in research and development of a modernized logo design, focusing on positive childhood memories that lead to purchase. Starting with pencil sketches through 3D development, we updated their caterpillar mascot, presenting original concepts that ranged from an evolution of the logo to a retro throwback. The final solution has a callback to the original design with great care taken in developing the small details like his eyes, facial expression, feet, even the way he moved in animation.

Along with the logo development we revisited the package design, creating a pattern that enhanced the complex logo design while allowing for varying package materials.

ROLES: Creative Director, Lead Designer

AGENCY: Revelry Agency

S.Pellegrino Almost Famous Chef

S.Pellegrino Almost Famous Chef Competition is an epic culinary competition that educates and engages the next generation of great chefs to create brand loyalty. We partnered with world-renowned chefs and distinguished media to amplify brand advocacy, which increases brand awareness through consumer participation. In its 10th year, the campaign earned more than 274 million media impressions, including over 1.9+ million YouTube views.

The creative team's role was to work seamlessly with the event, PR and rich media teams to create a one-of-a-kind experience at ten regional competitions and at the finals event held over a weekend in Napa Valley.

ROLE: Creative Director

AGENCY: Revelry Agency

VacayStay Storebuilder

VacayStay Storebuilder is an advanced eCommerce platform that allows vacation rental property managers and property management companies to easily manage vacation rental websites. Our team created the umbrella brand identity, developed wire frames, and designed web pages for a better user experience. We then worked closely with outside developers to ensure brand standards were met.

ROLES: Creative Direction, UX, Design

AGENCY: Vis-à-vis Creative

NatureRaised Farms

All-natural, vegetarian-fed, humanely raised and antibiotic-free meats is at an all-time high at retailers across the country. To meet this consumer demand, Tyson was launching it’s new, all-natural NatureRaised Farms brand and product line, and needed help positioning it, raising brand awareness and driving sales.

Our team developed and launched a go-to-market plan that included: distributor and sales tools, a school-focused program, point-of-sale tools, website, geo-targeted marketing, social marketing, and a paid media campaign.

ROLE: Creative Direction

AGENCY: Revelry Agency

Quill by Narrative Science

Powered by artificial intelligence, Quill automates the production of Portfolio Commentary based on attribution, risk and returns data, and works with any portfolio analytics output. Our team developed the script, storyboards and design bringing it to full animation.

ROLE: Creative Director, Lead Designer

AGENCY: Vis-à-vis Creative

Foodservice Print Ads

Advertising in the food and beverage industry often requires one thing: delicious-looking photography mixed with a compelling message. Our team tested various formats for our campaigns, and "big food" always won. In order to compete with the other products in the publications, we dedicated ourselves to delivering a strong concept that put the client's product in the spotlight, while still allowing us to talk about the benefits of the brand.

ROLES: Art Director, Graphic Designer, Photoshoot Direction

AGENCY: Revelry Agency

Bob's Burgers Burger of the Day

My husband and I have found a way to collaborate our very different creative passions into one project. We love the show Bob's Burgers... and we love to eat. When he suggested making one of the joke Burger of the Day recipes from the show, I was inspired to join him in the process by incorporating a skill set I have been yearning to get back to: drawing and hand lettering. I'll pitch him an idea for the visual while he cooks, then grab the Sharpie and get to work. One of my favorite pieces of the puzzle is acting as a food stylist for the shot, a throwback to the numerous food photoshoots I have art directed.